When it comes to a website, many companies either tend to either hammer something out themselves, buy one, and then let it sit. But your website isn't a succulent you buy at the market, set on display, and ignore for months only to find it's blossomed beautifully. Think of your website instead as a garden, one that needs constant tending, with different needs and changes arising with the changing seasons. Likewise, if you ignore its existence, it won't bare you much fruit. But hey, we know you're busy. You don't have time to comb through every possible web factor that could require maintenance.
That's why we're sitting down with PRIME's Director of Digital Development and technologist extraordinaire Ben Fjare. Today's blog lets us pick his mastermind for the five most important parts of your website that need consistent updating. Let's take a look.
Keep an Eye on Your Content Management System
One of the absolute biggest website factors that needs to be consistently updated is your content management system. "You need to make sure you've got the latest software and that it thinks fast, but more than anything, you need to make sure your security is up to par." The content management system he's referring to may look different depending on what they're using, whether it's Wordpress, Hubspot, Squarespace, etc. If you're not staying on top of your content management system's security, you could become vulnerable to hackers who look for weak spots in your system's language—an especially common plague for platforms like Wordpress. Users who aren't staying on top of their CRM open themselves up to unnecessary security risks that can be mitigated with a little maintenance.
Update Your Search Engine Optimization Data
One of the things you need to stay on top of more than nearly any other aspect of your website is your search engine optimization data or SEO. SEO refers to the keywords and phrases on your website that Google uses to determine how legitimate your site is. When you have killer SEO, you make yourself that much more accessible to your clients and potential clients. But it's more than just having healthy keywords or backlinked blog topics throughout your site's body copy. "You also need to stay on top of your meta titles and descriptions," Ben explains. He encourages users to tweak and test their site's SEO properties until they find what works best for them.
Make Sure Your Content is Relevant
It seems like it goes without saying, but if you want to attract customers, you've got to make sure your content is relevant. This is not only good for healthy SEO, but it tells your site visitors that you're legit. This is especially true if you have time-sensitive sections on your site, such as a calendar or schedule of events. "If the site is out of date, visitors may think the business is dead, or they just won't trust it," Ben explains. So, if you're going to take the time to create a schedule or calendar of events, be sure you're also setting the time aside that it takes to maintain it.
Keep Your Server Running Right
Maybe you're thinking, "Didn't we just go over this in the first point?" Not quite. While your CRM is where your site content lives, your server is the destination where your actual site lives. It has its own operating system, which needs to be updated to ensure your website is secure, safe, and accurate. If you use a service like Wix, GoDaddy or Bluehost, your server will auto-update as most providers will take care of it for you. However, if you've done your own development or had it done by a professional, make sure those running your site are updating your server regularly.
Create Fresh Content for Your Customers
This is more than just updating a calendar or schedule of events. We're talking about a continual stream of updated content across your site. One of the easiest ways to ensure this happens is to start a blog that you post to at least once a month. When you refresh content as much as necessary and make sure it is relevant, you're creating a reason for visitors to keep coming back to your site.
For most of us, it takes over one, two, and even three events of exposure to gain the trust of potential buyers. The more you can keep them coming back with fresh content, the more they'll trust you, and the more they'll be willing to invest their time, loyalty, or money into your business. Consistency is the key to content. Proprietary content is always best, but a mix can deliver results, as long as it is consistent.
What's your approach to web design? Are you a one-and-done kind, or do you try to maintain your site as much as possible? If you fall into the first category or just need help in general, making sure your website is running as well as it could be, we're here to help! Reach out to us today.